But she had competition. More than 1,300 brides and loved ones rushed through the Union Square store hoping to score big discounts on designer gowns like Vera -- that's Vera Wang for those who don't know bride lingo.

Doors opened at 8 a.m. and by 8:30 a.m. the racks were empty as ladies raced to try on gowns before they were grabbed by the competition.

"The gloves are coming off," said one bridesmaid who held a heap of dresses for her Bridezilla, er Bride.

What’s the motivation to battle the crowds? Prices range from $250 to $699 for designer gowns that retail for up to $10,000.